Content marketing
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Live Show Content Marketing: the best tips and insights from the 2 days of the online event


Check out (or remember) what the experts who participated in RD’s live on Content Marketing said

The first edition of RD’s Live Show Content Marketing brought together big names in the market in two days, broadcast via YouTube and social networks. There were more than 6 hours of conversations full of content (of course), with many insights and strategies for attraction, relationship, production for each step of the funnel and Inbound Marketing.

Look who participated: Marcos Piangers, Valéria Soares, André Siqueira, Beatriz Guarezi, Rafael Rez, André Forastieri, Bruna Cosenza, Luciano Potter, Barbara Bono, Edney Souza, Vitor Peçanha, Isabela Mendes, Stephanie Celentano, Thiago Romariz, Suelen Moraes, Felipe Bazon, Ramires Dantas, Gabriel Lima, Debora Marques and Ronie Piovezan.

This whole class was interviewed by professionals from RD, including the Content team, naturally. And everything was done virtually, with everyone coming in live directly from their home offices throughout Brazil. More than 11 thousand people, in total, watched the two days of live.

If you missed it, don’t worry: Blue World City will bring you the experts’ main points and phrases in this post. However, if you want to see everything in full, just fill out the form below to access the material for free.

Live Show Content Marketing – Day 1

“Changes in Content Marketing in Times of Pandemic” – Bárbara Bono and André Forastieri

The Live Show Content Marketing began with a conversation between André Forastieiri, journalist, entrepreneur and LinkedIn Top Voice, and Bárbara Bono, VP of IAB Brazil. The chat was mediated by Mariana Censi, from the RD Events team and responsible for the curation and content of the RD Summit (which returns in 2021).

The Covid-19 pandemic guided the conversation. What has changed in Content Marketing? “The search for the perfect aesthetic has taken a hit, what really matters is the content,” Barbara said, after citing the rise and fall of super-produced lives from the first months of quarantine. “People don’t want perfect stories, they want real stories,” he added.

“I think reputation now is what makes the difference. The influencer, now, is not an influencer for everything, he is for the area in which he has a reputation. Today, more and more, we are all looking for the truth”, commented Forastieri. “Influencers are now content creators, creators, narratives along with these brands. The new era of influence is also very focused on communities”, agreed Bárbara.

Speaking of authenticity, Barbara believes that Content moves companies from the door in as well. “What does this brand really have to say? What is she doing? And what are you leaving a legacy for your community?”, he asked. “With Content, it’s easier and easier for you to be caught in a lie”, recalled Forastieri, regretting that some brands have a speech.

Finally, Forastieri nailed: “Content Marketing is something you are, not something you pretend you are”. And Bárbara concluded, talking about brands: “if you don’t have something to say, don’t say it, if you don’t have something to say, what to present or a true story to tell, don’t tell”.

“Career in Content Marketing” – Bruna Cosenza and Suelen Moraes

Many people ask what qualities it is necessary to have or develop to work with Content Marketing. This was the theme of the conversation between writer and LinkedIn Top Voice Bruna Cosenza and the coordinator of Escola Conquer Suelen Moraes. The conversation was mediated by Jonatan Rodrigues, from the RD Content team.

Bruna, who has a degree in Advertising, said she has been working with Content Marketing for about a year. “Bruna writer came before content producer Bruna”, he commented about his background. Suelen did a specialization in Marketing 10 years ago, but commented that there were no classes or even what to study about Content Marketing specifically. They built their trajectory with work and open courses.

For those who want to dive in the area, Bruna gave a tip that changed her life: go after people who are a reference in what you want to specialize. “You don’t need to start from scratch alone, there are a lot of people sharing free knowledge and, based on that, you get your hands dirty”, said the writer. It indicates creating a blog, testing and creating a portfolio to attract customers later.

Suelen reinforced the importance of understanding about SEO. “It’s no use having amazing content if you can’t make it reach your persona,” he pointed out. And in the age of videos, she recommends storytelling to write good screenplays. “Learning how to tell stories that engage the audience”, he reinforced. Copywriting and good Landing Pages should also be in the arsenal of a good Content Marketing professional.

In closing, both commented that it is very difficult to start in companies that require professionals to do everything, but that this scenario is changing. This is because companies are understanding the importance of content with Digital Transformation and with the humanization of Marketing.

“How to work with different formats of digital content” – Edney Souza and Luciano Potter

The third chat of the first day of the Live Show Content Marketing brought together journalist, communicator and speaker Luciano Potter and the academic director of Digital House Brasil, speaker and consultant Edney “Interney” Souza. They spoke with Larissa Oliveira, who is Customer Success Manager at RD.

“Before thinking about a format, you have to think about what you are going to produce. What does your audience need and what problem does it have?” began Internet. For him, the format depends on the moment, as there is no magic formula. “Have you ever cooked by looking at YouTube video recipes? I can’t!”, he added, citing a very popular type of content, but which, by the way, needs to be rethought.

Potter shared his work experience in two radio stations in Rio Grande do Sul. “Radio today does not only deliver audio, it turns it into video, as we have cameras in the studio. By the way, when content is spread, it happens more in video than in audio, because it is easier to share that way on WhatsApp ”, explained the communicator. “We need to be more assertive, better agree on how to distribute all this,” he said.

Next, asked what precautions to take when producing content in different formats, Potter said that what gets people is the truth. “People feel what a real delivery is. Sometimes you want to embrace the world and do it in various formats, but you’re not in love with that format”, he said.

The chat ended up reaching the contents about the pandemic. Internet brought up a very important point, which we can take to content production when all this passes. “Consumers change a lot over time, what happened in the pandemic was that it changed from one week to another,” he reflected. It is necessary to study these changes, which will continue at a certain pace, and try to predict them.

“The role of content in the Inbound Marketing strategy” – Isabela Mendes and Ronie Piovezan

The first afternoon continued with Isabela Mendes, CEO of Surfe Digital, and Ronie Piovezan, head of Digital Services at Terra Networks at Vivo Brasil. The conversation was mediated by Manoela Franco, a CRM specialist  from the RD Content team.

“Content Marketing is in the DNA of Inbound Marketing. It’s impossible to do Inbound without thinking about content”, pointed out Isabela. For her, content is what makes it possible to impact and participate in the decision-making process of customers throughout the purchase journey, regardless of the stage in which this Lead  is.

Ronie, in turn, said that Content Marketing is essential for a company to get closer to its persona. “To reach the audience you are talking to, to generate more engagement, for you to seek a different relationship than just a conversion relationship”, he added.

“Content Marketing helps companies answer why they do what they do”, added Isabela, saying that the content goes beyond Inbound by also presenting the purpose of the brands. Both she and Ronie remembered the importance of balancing top, middle and bottom funnel contents .

Ronie also reinforced that the content has to be relevant, regardless of the stage of the funnel in which it is. “There’s nothing that gives me more rancidity in Content Marketing than that creature who believes that if it’s a funnel top it has to be poorly written or shallow, all content has to deliver value!” Isabela concluded, asking us to always include the customer at the heart of the strategy.

“Does content help you scale your results in the digital world?” – André Siqueira and Rafael Rez

The last chat on the first day of Marketing Content Live Show brought André Siqueira, one of the co-founders and responsible for RD’s marketing strategy for many years, and Rafael Rez, founder of Web Strategy and of Nova Escola do Marketing. The chat was mediated by the RD Content Coordinator, Flaubi Farias.

The works were opened by Rafael Rez. “Content continues to scale and remains at the heart of any Digital Marketing strategy . You can be very good at media, offering and branding, but all this will revolve around the content you are offering to people”, defined the expert.

“Content is at the heart of a Digital Marketing strategy. It serves to attract with SEO and paid media, it serves to capture Leads with eBooks  and webinars , it serves for relationship via Email Marketing  and social networks . It is a glue that unites all the ends”, added André Siqueira.

André also recalled that the content helps the Sales team a lot . “When a salesperson goes to talk to a customer who is not ready, he has to ask questions, bring cases and do all the education work, but he is only one”, he exemplified. A content can reach thousands of people, who can also act as if they are the brand’s sellers or share it with their own contacts.

Asked about the future of Content Marketing, Rez came up with an interesting answer. “I have no idea, but I know it will be live and, preferably, made for mobile,” he said. For André, the future involves understanding how to combine “what to say” with “how to speak”. For him, the “how” has much more to do with the person and the company than with the customer, who is tired of the same issues. It’s a hell of a challenge.

Live Show Content Marketing – Day 2

“Content in the era of digital entertainment” – Ramires Dantas, Debora Marques and Gabriel Lima

The second day of the Live Show Content Marketing started with RD’s Social Media and Community coordinator, Carol Lima, receiving Debora Marques, from the O Cara do Poster page, Ramires Dantas, from the 2020 Goals page, and Gabriel Lima, from MField, which also handles several pages of viral content.

The three guests work with entertainment profiles. How should the relationship between brands and humor be? “It’s a struggle to even suggest that brands have a lighter proposal, as some fear losing authority or leaving branding,” says Debora. “Nobody wants to be on social media just to see brands selling products and talking about themselves. It has to have humor, laughter, interesting information”, he added.

Ramires said that creation with humor is great. “The person enters Instagram, sees something simple, which will bring laughter, it is fundamental at the moment we live. And when the person still identifies with that, a bond and an audience are created, which brings loyalty to the pages”, he argued.

For Gabriel, who works with multiple pages and influencers, there needs to be a balance. “There has to be a balance. From the brand, to understand and know who it is hiring, and from influencers to understand the brand’s goals, to see how much is being invested in that action and to use humor to support what you are promoting”, he pointed out.

“How to create and disseminate content in 2020” – Stephanie Celentano and Beatriz Guarezi

The live continued with a conversation between Stephanie Celentano, head of Content at BTG Pactual Digital, and Beatriz Guarezi, brand manager at Liv Up and author of the Bits to Brands newsletter. Who mediated the conversation was the specialist in Agencies of the RD Content team, Julia Martinson.

The first question revolved around the role of content in this moment of crisis. For Beatriz, the content has always been in a box or in a department. “When the pandemic came, especially at the beginning, when no one was selling, it was impossible to advertise. To keep in touch with people, what’s left is content. Those who already had a base or started at the right time are now reaping the rewards”, he said.

Stephanie recalled that, more than ever, content is the company’s showcase. “At this moment of the pandemic, we no longer have this opportunity physically. That’s the first contact a person has, and the most important thing is for the brand to be where its consumer public is”, he argued. She also said that the idea is not just to talk about the product, but to deliver value through the channels.

The chat continued on the channel theme. “It’s no use forcing a channel or restricting it, but at the same time we have to be very careful about how to speak in these channels”, said Stephanie, stressing that it is necessary to have a different language on each of these fronts. On the success of content lives, she pointed out that fresh information is increasingly important in such a virtual world.

Beatriz thinks it’s important to remember that companies have to be on multiple channels because people are also on multiple social networks, for example, jumping from one to another on their cell phones. “We used to think about a 360º strategy, but today things go in many directions, including streaming and TV”, he added.

“If Content is King, SEO is Queen?” – Valéria Soares and Felipe Bazon

SEO was the topic of conversation between Valéria Soares, reporter for Branded Content at Grupo Minha Vida, and Felipe Bazon, specialist at Hedgehog. To mediate the conversation, the head of SEO at RD, Ewerton Silva, was appointed.

Felipe Bazon opened the debate saying that SEO is essential for Content Marketing. “In addition to good content, you need an audience for your content. Every time we have a question, some pain and go in search of information, do we go to Facebook or Google?”, he exemplified. Understanding what your audience is looking for is one of the bases of Content Marketing.

“We also have to remember that Content Marketing is broad. It’s not just a blog post, there are several types of content that will complement our SEO strategy”, said Valéria Soares, citing even the live itself. “People are here looking for something that we are responding to”, he added.

For those who are starting to combine these strategies, Valéria recommends specializing in content and courses – many are free. “And be patient, because SEO, despite having good practices, is not overnight or a magic formula”, he commented, reinforcing the saying that search engine optimization is not a 100m dash, but a marathon.

“Once you’ve gained knowledge, start with the basics! Understand your target audience, map their pain and what topics you will need to produce. From these topics you will take your main theme and do keyword research, understanding how to enrich your content”, concluded Bazon.

“How technology and digitization impact the way content is consumed” – Marcos Piangers

The final stretch of Live Show Content Marketing was conducted by me, Bruno Volpato, author of this post and editor of this blog. My first conversation was with the writer, journalist, speaker, communicator and enthusiast for the future Marcos Piangers. It was about this last facet that we talked the most.

For Piangers, because of the Covid-19 pandemic, many people who didn’t need to produce content are having to fend for themselves. “These days I was asked what is the main skill of a professional today? I think it’s communication, but in order to have communication you need to take an earlier step, which is to have sensitivity”, he argued.

The writer feels that we are still at an early stage of transition to a digitized reality. “Where are the Red Dead Redemption guys to build a boardroom in the Wild West? Where are the faces of GTA to take virtual offices to another level? Or a sales experience through Netflix, in a way that I can see the products and through a fictional attraction have a shopping experience?”, he provoked.

Next, we talk about reach and engagement. Lives with millions of people watching are not the reality of most companies. “First of all: one is greater than zero. One person, one click, one lead, one conversion… And you’ll only get a like if you put something out. So, nobody ever sold if they didn’t offer the product”, said Marcos Piangers.

He also suggested that we focus on niches and do A/B tests, in order to reuse content that worked in a medium in other channels, respecting the characteristics of each one, naturally. “When you have a communication with purpose, you sleep peacefully, you are very happy, because no matter what happens you are putting good things on the street”, he concluded.

“Future of Content Marketing” – Vitor Peçanha and Thiago Romariz

To close the Live Show Content Marketing, the co-founder and CMO of Rock Content, Vitor Peçanha, and the head of Content & PR of Ebanx, Thiago Romariz, joined the live. The subject continued to revolve around who’s next in terms of content

Peçanha began recalling that the pandemic brought sales declines to many sectors of the economy, but that the audience increased for almost everyone. “It was clear that Content Marketing is a long-term investment, but it should have been done. There is an increase in demand because people are seeing that their own online channels will remain, they are resilient”, he explained.

“Many companies, including large ones, have now started to understand that Content Marketing is not just an advertising tool, it is a way for you to convert into a sale”, added Romariz. For him, the focus, from the moment that people are already producing content, should be on distribution. For that, we need to improve a lot in data analysis and keep an eye on new platforms like TikTok.

Then Peçanha reinforced the importance of creating its own channels, that is, those that the company actually owns. “It’s that channel where the person says ‘I want to receive this content,’ like your email list and your podcast,” he said. He added: “No organic distribution channel exists to make marketers happy,” citing social media algorithms and Google’s own results.

Romariz also suggested that we do reverse thinking. “These platforms need people to be inside. They are vying all the time for the user’s time on Netflix, on YouTube… The main currency we have today is attention, it’s the time a person spends”, he pointed out. He asked for a balance between the presence in these channels and, with more attention, the ones of his business.

Bonus: Live Show Content Marketing Search Results

During the live, during breaks, we did real-time polls with people who signed up to watch the Content Marketing Live Show. The idea was to understand a little more about the work of professionals in the area. Next, check out the questions and results, obtained in real time by the Slido app.

What is your company’s main objective when working with Content Marketing?

We had 87 responses:

  1. Generate new Leads – 43%
  2. Increase brand engagement – ​​34%
  3. Educate the market and gain authority – 20%
  4. Reduce customer acquisition cost – 3%

What content format do you most work with on a daily basis?

We had 102 responses:

  1. Posts for social media – 75%
  2. Email Marketing – 12%
  3. Blog posts and eBooks – 10%
  4. Audiovisual content – 4%

What do you consider most important to learn to work with Content Marketing?

We had 48 responses:

  1. Creative Writing – 35%
  2. Copywriting Techniques – 29%
  3. Content dissemination techniques – 25%
  4. On-page SEO – 10%

What is the first piece of advice you would give to someone starting to work with content?

We had 63 responses:

  1. Focus on quality rather than quantity – 71%
  2. Measure results from day 1 – 17%
  3. Never forget SEO – 6%
  4. Always share on social media – 5%

What do you do to learn more about Content Marketing

We had 70 responses:

  1. Free courses – 49%
  2. Benchmarking with other professionals – 23%
  3. eBooks and webinars – 19%
  4. Blogs – 10%

What metric do you consider most important in working with content?

We had 62 responses:

  1. Leads – 50%
  2. ROI – 34%
  3. Hits – 11%
  4. Sales – 5%